The consultancy was appointed directly in January by brand-owner Ulker, which tasked the group with forming an identity and packaging proposition that could reposition the brand under the mantra ‘The power of snacking’. Blue Marlin has worked closely with Ulker for more than a year.
David Hodgson, chief creative officer at Blue Marlin, says it was important to demonstrate the ‘light’ properties of the low-fat brand. He adds, ‘We needed to make them look appetising and create a unique and consistent packaging, which strongly differentiates it from the competition.’
Mavi Yesil, which means ‘blue green’ in Turkish, has a range of 17 confectionery products that the new designs will roll out over the course of the month.
Hodgson says that the green and blue is translated to the packaging, which is conducive to a ‘healthy lifestyle’ and ‘wellbeing’ through its depiction of blue sky and green grass.